Banner heading about ensuring content demonstrates E-E-A-T for better SEO; orange gradient background with a computer and icons on the right.

Maximizing SEO seems to be a never-ending battle for rankings and clicks. What at times seems arbitrary is actually a science – and that science continues to get more refined due to Google’s approach to automated rankings. In simple terms, Google rewards websites that deliver “helpful, people-first content” that solves problems and answers questions. One component of the people-first guidelines is E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness), and by following it, you help position your site as a reliable source in search engine queries.

What is E-E-A-T?

At their core, websites should help people. How websites deliver help can vary. A video can educate or entertain. A blog page can make an emotional connection, or it can provide a tutorial on how to get something done (like maximizing content for E-E-A-T).

Google works with more than 16,000 external Search Quality Raters who evaluate web pages based on their usefulness, among other factors. One of the main criteria raters use to determine page quality is E-E-A-T. Here’s how Google approaches E-E-A-T and what you can do to achieve it:

E: What is the first-hand experience of the creator?

In Google terms, “the creator” is the main branding on the website – your company, your identity, your people. Do you have experience that lends credibility to the content? Are your products and people known in the marketplace for helping your customers solve their toughest challenges? Branding matters, and having an identity that people know and recognize can go a long way in establishing your experience. On your website, you should reinforce your experience by creating original content that’s backed by real-world examples:

  • Include actual project examples or case studies.
  • Incorporate customer testimonials.
  • Bring insights that support your company’s value proposition.
  • Skip the stock: use original photos and videos throughout your site. Include test results or demonstrations when you can.
  • Think about what’s missing from your space and industry. What information are your customers craving, and how can you provide it in a way that’s helpful and useful?

E: What expertise does the creator have?

The term SME often shows up when it comes time to develop a website or spearhead a project. SMEs are also known as subject matter experts and their knowledge is the key to delivering accurate explanations and the technical details websites must deliver. When selecting a SME, partner them with writers and content developers who can bring their expertise to life:

  • Ask the SME the right questions: Encourage them to share trends, observations and challenges that your products have helped others overcome.
  • Consider the audience and adjust the information accordingly. A piece targeted towards engineers will use different language than one meant for the general consumer.
  • Don’t skip the review: Make sure SMEs are involved throughout the development process and double-checking all language, numbers or other critical details.

A: How authoritative is the creator, the main content itself and the website?

Authority on a subject doesn’t happen overnight. How many years have you been in the business, who is authoring your content and what credentials do they have? To establish your reputation as an authority on a topic:

  • Add author bios, credentials, industry recognition/awards, and/or professional experience.
  • Stay current: Publish original research, industry insights, expert interviews and detailed case studies.
  • Become a go-to resource. You can do this by earning backlinks and citations from others in your field or industry, including trade publications or industry organizations.

T: How trustworthy are you? Is your page accurate, honest, safe and reliable?

When you follow E-E-A it often leads to T: trust. However, trust is built in the details. It’s critical to build content that is accurate, transparent, can be verified and is safe to use:

  • Be honest. Avoid exaggerated promises, misleading headlines and unsupported claims.
  • Check and triple check: Nothing takes away from credibility quite like a typo or glaring grammatical error. Make sure a credible proofreader checks all content.
  • Stay current: Use publication dates so that your audience understands the timeliness of every article or think-piece your website includes. Remove outdated articles or update as needed.
  • Privacy matters: Does your site load with a warning or is it clearly protected?

Put E-E-A-T to Work for You

Maximizing SEO analytics starts with knowing how people are searching for the content you deliver. Dennison offers support at every stage, including a self-led tool that helps you audit your current site to help you better understand how to maximize E-E-A-T. Take a look. Then, reach out. We’d love to help you evolve your SEO strategy for today’s market.